Two melanoma treatments are comfortably ahead of the pack in the EU5, earning by far the highest satisfaction scores from medical oncologists. Can either one pull ahead? It won't be easy. According to our survey, doctors recommend these brands for largely the same reasons, and may even see them as interchangeable.

Find out how doctors rated your brand, get insight into why, and learn what you can do to stand out from competitors in FirstView's NPS+ Melanoma 2017 EU5.

Building on the respected net promoter score NPS, the report compares seven major melanoma drugs with easytouse KPIs that highlight ways you can improve brand health. You'll also see how loyal doctors are to your brand, learn which promotional messages resonate best, and find out what doctors think in a unique Brand DNA section.

Top Takeaways

Do doctors see the two leading brands as interchangeable? Each one's Promoters tend to recommend the other more often than any other surveyed brand.

Doctors are moderately happy, but not brand loyal: More than 60% of them are satisfied with available treatments, but less than 15% prescribe one brand exclusively.

One brand takes a beating: While most brands earned a modest to slightly negative NPS, the lastplace brand is way behind, and has nearly twice as many Detractors its closest competitor.

Lack of experience may be to blame: Doctors in all of the EU5 countries say they don't have enough experience with the lastplace brand to draw any conclusions about it.

Is the trailing brand the alternative of choice? Detractors of every other brand recommend the lastplace drug more than any other surveyed brand.

The two trailing brands are poised for big gains: They could increase their market share by as much as 475% if they can win over Detractors.

We surveyed 150 medical oncologists and dermatooncologists from the EU5 countries France, Italy, Germany, Spain, UK, chosen from the largest community of validated physicians in the world. The same community that pharma market researchers trust for reliable, fast intelligence.

How satisfied doctors are with available treatments. How loyal doctors are to your brand. How many other brands your Promoters recommend. Which other brands your Promoters and Detractors recommend. How much market share your brand has among Promoters and Detractors. How much market share you stand to gain by converting Detractors into Promoters. Which messages Promoters, Passives and Detractors associate with your brand. Your brand DNA: what doctors really think of your brandin their own words.

What is Net Promoter Score?

NPS is a customer loyalty metric developed by and a registered trademark of Fred Reichheld, Bain Company, and Satmetrix. It was introduced by Reichheld in his 2003 Harvard Business Review article One Number You Need to Grow.

Each NPS+ report examines doctors' relationships with the brands used to treat a major disease areameasuring brand loyalty and showing you how it affects your market share. NPS+ also examines brand DNA, revealing in doctors' own words what brands mean to them.

Instead of one simple metric, NPS+ gives you a detailed picture of brand health that highlights areas for improvement, and helps you see exactly what steps you need to take next.

FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.

Relevant Topics

MelanomaMelanoma is a highly malignant tumor of melanin-forming cells (melanocytes)
There are most commonly found in the skin (resulting from sunlight exposure), but also in the eyes and mucous membranes. Metastasis to other regions of the body is also common....

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